As the role and significance of retail keep evolving, physical stores are no longer just the place where sales happen—they’re brand amplifiers, conversation-starters, experiential hubs and exercises on co-creation. With this in mind, we worked closely with New Balance to leverage the brand’s core principles of craftsmanship, innovation, and quality, making each space its own unique destination with an individual identity, inspired by locality—starting with London and Boston.

Our holistic strategy for the New Balance’s new global retail identity store reflects our perspective on the evolution of retail into layered lifestyle and storytelling spaces—places where commerce, culture and community overlap. With this partnership, we also seek to elevate athletic wear into boutique territory, intentionally blurring the lines between fashion, lifestyle, and performance, creating a design language that feels deeply considered, aspirational and crafted.

By infusing authentic storytelling into each store’s concept, we sought to deepen emotional resonance and turn each store into a cultural space rather than a transactional one. Bridging global and local, each store takes cues from its local surroundings—whether that’s the heritage of Boston or the contemporary edge of London. We intentionally brought together globally consistent values (craft, innovation, quality) and locally tailored experiences to create unique and memorable spaces, embedding thoughtful, tactile and enduring design principles.